METICULOUS

Designing for Humanity

Since its inception, METICULOUS has been driven and guided by a simple idea that who they are and what they do matters. This global architecture firm, founded in 2007, has been exploding in recent years, with staff growth of more than 15x, and offices in Abu Dhabi, Atlanta, Brooklyn, Chicago, Elkhart, Indianapolis, Los Angeles, and Memphis. As they grew, they recognized they needed to level up their visual presentation across the board. LightBox was entrusted to elevate their visual brand to match their stated purpose to be a diverse, world-class, global design firm focused on work that is meaningful, purposeful, and impactful.

Services

Visual Identity Design
Visual Communication Design
Branding
Web Design
Motion Design
Photography
Social Media

CLIENT

METICULOUS

CLIENT

METICULOUS

Services

Visual Identity Design
Visual Communication Design
Branding
Web Design
Motion Design
Photography
Social Media

Goals

The primary objective in this project was to create a brand that better fit the company’s strong values and culture. One of the guiding principles that rose to the top early in and throughout the process was Da Vinci’s proclamation that “simplicity is the ultimate sophistication.” In the creation of this visual identity, we were challenged with telling the story of a dynamic, multi-faceted company in a very straight-forward and accessible way. What emerged was a modular identity system that showcases METICULOUS’ breadth of expertise and creativity. In addition to an elegant and simple wordmark, we developed an icon set set where each icon emphasizes certain design characteristics found in each service vertical.

BEFORE

AFTER

Early brandmark explorations

As part of a flexible visual identity system, we developed a series of supporting icons that extend the brand through a visual storytelling of the different areas of METICULOUS’ focus. Each icon is built off of shared grid structure in order to maintain consistency in angles, stroke wieght, and curves.

Meticulous_CaseStudy_layout-grids-splice_01

Meticulous_CaseStudy_layout-grids-splice_02

“

LightBox helped to capture the essence of who we are through an in depth and rigorous process. We learned more about ourselves and what we want to convey to the world through our craft. We developed a deep relationship which caused each of our organizations to grow and learn more. That is what true collaboration and life is about. I am grateful we embarked on this journey together and I look forward to more great things to come. Thanks to the LightBox team!

Damon Hewlin, Founding Partner

Outcomes

When we first intersected with METICULOUS while working with our mutual friends over at the Tolson Center, we immediately identified them as kindred spirits. We admired their strong culture and desire to do meaningful and intentional work through design. We are proud to help launch them into the next atmosphere of their meteoric rise. This new milestone helps demonstrate how they carry out form and function with style and substance, and allows them to better carry out work that is meaningful, purposeful, and impactful!